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Dusit International reimagines its marketing strategy for the new normal, introduces three new pillars for sustainable business, and partners with responsible tourism operator Local Alike to offer immersive guest experiences that benefit local communities

 ‘Collaboration, Integration, and Contribution’ form the heart of Dusit’s recovery strategy in the post COVID-19 business environment.

Bangkok, Thailand, 24 November 2020 – Dusit International, one of Thailand’s leading hotel and property development companies, has announced its plans to counter the ongoing impact of COVID-19 on its core business by introducing three new strategic pillars – Collaboration, Integration, and Contribution – which will align its efforts to drive revenue, deliver social value, and meet the shifting demands of consumers in the new normal.

Recognising the deep and profound impact that the global pandemic has had, and continues to have, on Thailand’s tourism and travel industry, the new strategy will see the company establish new partnerships to co-create value beyond its current scope and reach; cultivate greater synergies between its various business units; and create new meaningful guest experiences that contribute to the preservation of the environment, culture, and local communities in its various destinations.

As part of the strategy, Dusit has partnered with Local Alike, an online social enterprise dedicated to the sustainable development of Thai rural communities through responsible tourism, to offer a range of educational tours aimed at young families seeking more meaningful experiences during their stays.

Immersing participants in the lives, culture and cuisines of indigenous communities around Thailand, such as the Tai Lue hill tribe in Chiang Mai and lobster farming communities in Phuket, these experiences are offered under the banner of Dusit Local Explorer.

To develop the partnership even further, Dusit plans to leverage its own resources to provide hospitality and service training for the various communities so they can enhance their skills and learn how to sustainably welcome visitors. Volunteers will come from Dusit Hotels & Resorts as well as Dusit Hospitality Education.

Where possible, Dusit will also support Local Alike’s other initiatives, including Local Aroi, which aims to develop local cuisines to fine dining standards through the creation of special set menus that celebrate the stories, techniques, and sustainable ingredients behind renowned local dishes; and  Local Alot, which supports the sustainable production of handcrafted products.

“Consumer behaviour has changed dramatically during COVID-19 and it’s essential that we change our strategy and pivot our operations to meet their needs as much as possible,” said Ms Suphajee Suthumpun, Group CEO, Dusit International. “Recognising the accelerated shift from buying things to buying experiences, as well as a clear focus on safety, wellness, sustainability and flexibility, we have spent the last six months enhancing our operations to deliver not only officially certified, heightened standards of hygiene and cleanliness, but also extra convenience, experience and value in line with these key areas.

“The rollout of our three new strategic pillars – Collaboration, Integration, and Social Contribution – will now allow us to align our efforts even further, and drive revenue creation that will benefit our broader communities too. Our partnership with Local Alike signals our strong commitment in this regard, and we are delighted to join them in their mission to find unseen communities and develop them into sustainable tourism attractions that delight visitors and locals alike.”

Somsak Boonkam, Founder and CEO, Local Alike, said, “I’m grateful for Dusit’s support and appreciation of what we are trying to achieve with our sustainable tourism initiative. Working closely with Dusit’s hotel teams in each location, we have created an exciting range of one-day tours and activities led by the locals themselves to ensure guests have truly authentic and meaningful experiences. We are delighted that, alongside the current day trips, Dusit plans to further support our communities by offering hospitality and service training for residents, and also by seeking opportunities for our Local Aroi and Local Alot programmes. This support will certainly help to expedite the development of local destinations, ultimately bringing long-lasting value to all involved.”

The Dusit Local Explorer programmes are available now at Dusit Hotels and Resorts in Bangkok, Chiang Mai, Hua Hin, Khao Yai, Krabi, Pattaya, and Phuket. 

To cater to the experiential needs of the luxury segment, Dusit has also teamed up with bespoke tour providers in Chiang Mai, Hua Hin, Pattaya and Phuket to provide exclusive end-to-end excursions packaged as The Ultimate Dusit Experience. A private vineyard tour, a luxury sunset yacht cruise, and a visit to a flower field with a professional photographer are among the experiences offered as part of packages which also include room, breakfast, dinner and more.

More details about The Ultimate Dusit Experience and Dusit Local Explorer packages are available online at dusit.com/specialoffers.

Photo Caption (Dusit & Local Alike): Ms Suphajee Suthumpun (middle), Group CEO, Dusit International, introduced the company’s partnership with Local Alike and three new pillars for sustainable business at a press conference held at Wat Prayoonwongsawat, in Bangkok’s Kudeejeen neighbourhood, on Monday 23 November 2020. Mr Somsak Boonkam (far left), Founder and CEO, Local Alike; and Ms Pintong Wongsakul (far right), a representative for the Kudeejeen community, also spoke at the event.